Launched earlier this year than past campaigns to hit the gift-giving season, Magazines Canada is promoting its buy two get one free subscription campaign. This year there are 190 titles participating, about 20 more than last year says executive director of circulation marketing Barbara Bates. “By offering a buy two, get one free campaign the idea is that people will try titles they might not have heard of before,” she says. “Smaller titles who don’t have the money to create marketing campaigns get exposure.”

The campaign is funded by the Department of Canadian Heritage, the Ontario Media Development Corporation, World Color, Cornerstone group of companies and CDS Global, says Bates. All magazines must do to participate is provide Magazines Canada with their mailing list and run an in-kind ad about the promotion.

“We have big titles as well as smaller arts and literary titles,” says Bates. “We also offer it to regional magazine corporations for their members to participate as well. It is a fabulous campaign, the only one of its kind.”